Sometimes it pays to be a contrarian. Despite the conventional wisdom that radio is on the way out, the president of a Southern California company that provides Christian radio programming for stations nationwide says business is better than ever.

Roger Kemp, 61, is the president of Roger Kemp and Company. He founded it in 2004 after stints as vice president of vice president of broadcasting at Chuck Swindoll’s Insight for Living, and vice president of national programming for Salem Communications.

“For the (40) years I’ve been in this career, every year they’re telling me it’s dying, but I’ve never been busier in my life,” Kemp told the Thousand Oaks Acorn, a suburban Los Angeles newspaper. “Radio has remained very stable. The great thing about the web and social media is that it’s grown our audience.”

The contrarian approach is working with book sales, too. A recent story in Publishers Weekly said bestselling Christian author Francine Rivers garnered shelf space for her recent release, The Masterpiece, in such non-traditional outlets as Hobby Lobby. 

The trade publication said syndicated talk show host Dennis Prager promoted his The Rational Bible through unusual means, including ad placements on Google, Amazon and Facebook.